Marketing

The five cars that were chosen included the following: A Ford pickup truck, a Buick sedan, a Toyota minivan, a Porsche 9-11 Turbo, and a Mercedes Benz C-Class. The individuals' personalities varied by gender, age, manner of dress, and other distinctiveness. They consisted of a twenty-one year old, white female; a thirty-four year old black male; and a fifty-two year old Hispanic male. These three individuals, ranging from various demographics were asked to match each of the five people in the personality groups with one of the five cars that described his/her personality most accurately. After analyzing the results of the individuals' answers, many strong consistencies were present in their responses.

All three respondents perceive the Mercedes Benz C-Class as being an extra ordinary car and the second most expensive out of the whole group. The price range of this vehicle is estimated to be around $32,000- $100,000. They view the Mercedes Benz as a sophisticated car that would be best suited for individuals of age thirty and up who have successful careers. These respondents also associate people who look wealthy and classy with the Mercedes. They match the Asian woman with this car because she looks very trendy and sophisticated. One respondent mentions that she had always pictured Asian women driving luxury cars and never thought to wonder why, until now.

The next car that is analyzed is the Toyota minivan. This van is perceived as being a typical family vehicle. The price of the Toyota minivan ranges from $25,000- $38,000. Interestingly, the respondents combine family mom's with the mini van. It is viewed as a spacious and safe car perfect for a big family or even a three member family. One of the interviewees assumes that the "soccer mom" would fit in with this car in order to fulfill her household duties, such as carpooling and grocery shopping. When Carlos, the fifty-two year old Hispanic male, is presented the photo of the "soccer mom" he immediately matches her with the minivan. He states, "Everyone knows that soccer moms drive minivans since they have children and carpools to tend to". He also explains that minivans are considered safe cars which would be a priority for a mother. Also, this woman is dressed like a typical mom.

The Porsche 9-11 Turbo is perceived as being both a fun and serious car.